We’ve seen a few Hello Kitty collabs in our time but we can honestly say, none have been perfected until now.

Lazy Oaf’s Summer 2017 collection is due to drop next week and it sees a range of apparel and accessories, adorned with Kitty’s face.

This one could have easily fallen into the realm of overt branding (and some of it definitely is). But certain pieces are subtle in their references, with small embroidered details on socks, jeans and tees, perfect for the low key fans.